Magnus said over the last three months, Evenstad Musikk has seen strong sales in home pianos, stage pianos and synthesizers. “We’ve seen very nice growth compared to last year,” he said, adding that global tariffs coming out of the U.S. haven’t affected this business at all. “It’s basically business as usual concerning tariffs [and] taxes in Norway. But, of course, we’re watching how things are evolving internationally and how this might bring implications to us even though Norway itself has not imposed any new taxes or tariffs that affect the MI industry.” For brands interested in selling their gear in Norway, Magnus said getting the product physically in front of Norwegian buyers is top priority. “Norway is not a very big market, so I’d either try to push the physical products through somebody like us [evenstadmusikk. no] and utilize our online presence, or make sure my product was distributed by one of the larger distributors to secure relatively high penetration in terms of visibility in physical shops around the country,” Magnus said. “In Norway, hav[ing] a product that solves problems or creates new opportunities for the musicians out there is important. If you have that, you should probably do marketing through social media and make sure the product is visible through influenc- ers [and] artists.” SIMPLICITY IS KEY Evenstad Musikk has been online-focused since it started some 20 years ago, and Magnus said keeping his finger on the pulse to constantly change how he does business as trends evolve has helped the retailer stay competitive. Outside of keeping up with trends like Google visibility and AI advancements, Mag- nus said his approach to serving his local customer base has always been simple: be the best at what they does. “By giving our customers what they ex- pect and want from us, we get to be a small but — at least a little bit — important part of their musical journey even though we don’t arrange festivals and do all kind of crazy stuff,” he said. “I believe in being consistent and sticking to a model that customers un- derstand. Do the job right the first time and that way you secure customers coming back. Repeat business equals growth. Of course, it also pays off to make sure we stock up on whatever new products and trends are out there, and therefore we try to be present at different trade shows around the world to get the [industry] pulse back home.” MI
Geir Mangus
— By Katie Kailus By leaning into international buying habits and focusing on being a reliable source of music gear and advice for its customers, Evenstad Musikk is turning consistency and expertise into growth and trust.
I n Norway, staying in tune with the global music market is essential for success. For Evenstad Musikk in Grimstad, it’s interna- tional trends, not local music culture, that set the pace for what musicians are buying. The full-line retailer is a great example of how a small-market retailer can stay com- petitive by closely following global demand, leveraging online channels and delivering exactly what today’s musicians want.
Store owner Geir Magnus, who’s owned the business since 2004, said music and buying habits coming out of the U.S. have largely driven the sales he’s seen at his deal- ership, which is located just steps from the North Sea. “Traditionally Norway has looked to the U.S.,” Magnus said. “I believe the last 15 years of social media has accelerated further how fast international trends hit us up in the north.”
46 I MUSIC INC. I NOVEMBER 2025
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